Part One: Understand the Value Proposition
1: Welcome to Marketing in the Modern World: Create and Deliver Value
2: Global, Ethical, and Sustainable Marketing
3: Strategic Market Planning
3: Supplement
Part Two: Determine the Value Propositions Different Customers Want
4: Market Research
5: Marketing Analytics: Welcome to the Era of Data-Driven Insights!
5: Supplement
6: Understand Consumer Markets
7: Segmentation, Target Marketing, and Positioning
Part Three: Develop the Value Proposition for the Customer
8: Product I: Innovation and New Product Development
9: Product Il: Product Strategy, Branding, and Product Management
10: Price: What Is the Value Proposition Worth?
Part Four: Deliver and Communicate the Value Proposition
11: Physical Distribution Concepts and Business-to-Business Markets
12: Deliver the Customer Experience
13: Promotion I: Planning and Advertising
14: Promotion II: Social Media Platforms and Other Promotion Elements
Appendix: Marketing Plan: The S&S Smoothie Company
Glossary

*The digital edition does not include access codes to additional material or programs mentioned in the book.